Brand relevance making competitors irrelevant
(eBook)
Author
Contributors
Published
San Francisco, Calif. : Jossey-Bass, c2011.
Edition
1st ed.
Physical Desc
xvi, 381 pages : ill.
Status
More Details
Format
eBook
Language
English
Notes
Bibliography
Includes bibliographical references and index.
Description
"Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the only--making competitors irrelevant"--,Provided by publisher.
Reproduction
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
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Citations
APA Citation, 7th Edition (style guide)
Aaker, D. A. (2011). Brand relevance: making competitors irrelevant . Jossey-Bass.
Chicago / Turabian - Author Date Citation, 17th Edition (style guide)Aaker, David A. 2011. Brand Relevance: Making Competitors Irrelevant. Jossey-Bass.
Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)Aaker, David A. Brand Relevance: Making Competitors Irrelevant Jossey-Bass, 2011.
MLA Citation, 9th Edition (style guide)Aaker, David A. Brand Relevance: Making Competitors Irrelevant Jossey-Bass, 2011.
Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.
Staff View
Grouped Work ID
6c3f0c86-7f13-9499-6809-8d00d649d719-eng
Grouping Information
| Grouped Work ID | 6c3f0c86-7f13-9499-6809-8d00d649d719-eng |
|---|---|
| Full title | brand relevance making competitors irrelevant |
| Author | aaker david a |
| Grouping Category | book |
| Last Update | 2022-06-07 21:23:19PM |
| Last Indexed | 2024-06-29 03:40:54AM |
Book Cover Information
| Image Source | default |
|---|---|
| First Loaded | Jun 29, 2022 |
| Last Used | Jun 8, 2024 |
Marc Record
| First Detected | Aug 09, 2021 12:12:30 PM |
|---|---|
| Last File Modification Time | Nov 22, 2021 07:59:00 AM |
MARC Record
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| 050 | 4 | |a HD69.B7|b A21535 2011 | |
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| 100 | 1 | |a Aaker, David A. | |
| 245 | 1 | 0 | |a Brand relevance|h [eBook] :|b making competitors irrelevant /|c David A. Aaker. |
| 250 | |a 1st ed. | ||
| 260 | |a San Francisco, Calif. :|b Jossey-Bass,|c c2011. | ||
| 300 | |a xvi, 381 p. :|b ill. | ||
| 490 | 1 | |a The Jossey-Bass business and management series | |
| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a "Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the only--making competitors irrelevant"--|c Provided by publisher. | ||
| 533 | |a Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. | ||
| 650 | 0 | |a Brand name products. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Technological innovations. | |
| 655 | 4 | |a Electronic books. | |
| 710 | 2 | |a ProQuest (Firm) | |
| 830 | 0 | |a Jossey-Bass business & management series. | |
| 856 | 4 | 0 | |u http://ebookcentral.proquest.com/lib/yavapai-ebooks/detail.action?docID=644830|x Yavapai College|y Yavapai College users click here to access |
| 856 | 4 | 0 | |u http://ebookcentral.proquest.com/lib/prescottcollege-ebooks/detail.action?docID=644830|x Prescott College|y Prescott College users click here to access |
| 856 | 4 | 0 | |u http://ebookcentral.proquest.com/lib/yln-ebooks/detail.action?docID=644830|x Yavapai Library Network|y All other users click here to access |
| 945 | |a E-Book | ||
